Features of personal selling for a class jewelry salon and jewelry boutique. The Art of Jewelry Retailing What a Jewelry Seller Needs to Know

In general, jewelry sales are not much different from other sales, and these “magic words” can be successfully applied in other cases. But let’s talk about this tool using the example of sales techniques in a jewelry store.

"Fine"

The word “good” is neutral, which allows it to be used everywhere, but it is a good way to emphasize the positive connotation of the topic of conversation. For example, a client voices an objection. If something really didn’t suit him, he would have turned around and left long ago. But now the client expresses his point of view, which means there is hope for his interest. Let's put a positive spin on the situation:
“It’s good that you said this”
If the buyer makes a choice, then you can emphasize this:
"A good choice"
And so on.

"Agree"

Using the word “agree” is a great way to echo the customer’s opinion and emphasize the customer’s right to their point of view. This means creating an atmosphere of constructive dialogue, showing that you are on the same side:
“This piece looks like costume jewelry.”
“I agree with you, this decoration looks unusual and unique...”

“Love/like/please”

The buyer buys to satisfy his needs. Emotions play a special role in jewelry sales. Clients want something that will please them, something that can give positive emotions:
“What kind of jewelry do you like?”
“Which decoration do you like best?”
“What kind of decoration do you want to please yourself with?”

"Important"

Using the word “important” it is possible to emphasize the importance of a particular item:
“Your opinion is important to us”
“This factor is important, do you agree?”

Making contact in a jewelry store

So, we create a positive atmosphere at the very beginning of the sale. To do this we use the following tools:

• Smile
• Open Gestures
• Soft and friendly tone
• "Delicious" phrases
• The question “to love/like/please”

The very first contact with the client will have the following structure:
“Good afternoon/morning/evening”- neutral, “tasty” phrase - a question like “to love/like/please”

Some examples of establishing contact:
"Good afternoon. In this showcase we present jewelry from the new collection. Do you want to please yourself or are you choosing a gift?
A “delicious” phrase should be prepared in advance for each window display. To do this, you need to answer the question - how can you catch the buyer’s attention, what exactly is special about this showcase. This could be a favorable price, unusualness of the products, design, brand of products, and so on.

Regardless of what position you plan to apply for, you will have to undergo an interview. Even if you are going for an interview at a jewelry store, the main thing that is required of you is to meet the basic requirements:

• be sociable, find an individual approach to each client;
• greet clients warmly;
• be active;
• You also need to know how to sell.

Jewelry store employees must meet more specific requirements. To pass the interview, be sure to prepare seriously for it and study all the recommendations.

When selecting people who apply for the position of administrator, manager or security guard, managers require that the candidate meet professional standards. There are special selection criteria for the seller. Therefore, to pass an interview, you need to have the following qualities:

• responsibility;
• flexible thinking;
• well-groomed and neat appearance;
• you also need to understand human psychology;
• knowledge of sales;
• It is necessary to treat each client with respect.

A jewelry employee must be prepared to communicate with different clients, because people cannot be the same, and neither can their requirements. The seller must be a subtle psychologist and be able to get out of conflict situations without any difficulties. It is even advisable that you always have an answer prepared for each of the most common customer questions.

How to pass an interview at a jewelry store

If a grocery store clerk is dishonest, this can be considered a common misunderstanding. But if an unreliable person comes to the jewelry store, this will be a fatal mistake for the employer. That is why, in order to prove your integrity, you will need to answer questions that will determine your integrity. When answering questions, keep the following tips in mind:

• never lower your eyes during an interview at a jewelry store;
• do not be nervous, it is advisable that you do not gesticulate at all, do not smile or show any signs of nervousness;
• answer the question quickly, don’t hesitate.

All of these tips may seem completely unnecessary to you, but these are exactly the points that employers pay attention to, since they are the ones who will be able to tell about your honesty.

Before you interview at a jewelry store, do not forget to pay attention to your appearance. It is necessary that you are neatly and neatly dressed. This can also affect the outcome of the interview.

What they might ask you

Let's consider in detail each question that you may be asked during an interview:

1. What will you do if you have to deal with a rude customer?
2. How should you react if a client decides to return a purchase purchased at a jewelry store?
3. What needs to be done to ensure that the client becomes our regular customer with pleasure and makes purchases regularly?
4. A client comes to a jewelry store and tries on jewelry that doesn’t suit her at all. What is the best way to respond in such a situation?

You may also come across a difficult question: these could be situational tasks or testing. They will help the employer understand what kind of person you are and whether you can be trusted with a jewelry store.

Therefore, before the interview, try to carefully think through all possible situations and immediately prepare ready-made answers for them. Choose a behavior option that can tell you only from the best side.

Recently, more and more jewelry stores are using strategic merchandising methods in practice. Translated from English, this word means “goods” or “trade”.

Marchandising is marketing within a store, the goal of which is to implement the maximum program and the minimum program.

The maximum program involves solving two main problems:

Formation and strengthening of the store’s image,

Promotion of jewelry brands and products.

The objectives of the program are, at a minimum, aimed at working with the buyer in order to:

Increase the time he spends in the jewelry store,

Encourage purchase

Encourage repeat purchases

Encourage impulse buying

Motivate him for further cooperation with the store.

The key to the successful operation of a sales apparatus is the selection of truly useful sales employees. Successful businessman McMurry wrote: “I am convinced that the owner of the gift of a wonderful salesman is a natural “suitor”, a person with an urgent need to get his own way and tie others to him. McMurry also names five additional traits of a top-notch salesman: “Great energy, complete self-confidence, constant thirst for money, perfection of professional techniques and the perception of any objection, resistance or obstacle as a challenge.” In addition, a truly useful sales worker must have at least two basic qualities:

1) a feeling of empathy, i.e. the ability to empathize with the client’s feelings, and 2) selfish determination, a powerful personal need to make a sale.

A salesperson must know how to meet and greet a customer to ensure a good start to future relationships. The seller’s appearance, his first words and subsequent comments also play a role in this matter. The seller should be dressed approximately the same as the buyer is dressed, and should be polite and attentive to him. He should not look closely at the client, examine him.

It is very important to help the client solve his problems. To do this, you need to keep in mind that:

1) the buyer may have hidden needs that are of commercial interest to the company;

2) the buyer appreciates sensible offers;

3) the buyer will be loyal to a salesperson who takes his long-term interests to heart.

It is very important to attract customers with profitable offers. This means not only the creation of a flexible system of discounts, but also a wide range of products, as well as a high level of service.

To be useful to clients, you need, first of all, to know what kind of people they are, that is, to know your target audience. It is equally important to understand what value you can offer to this client and how you can attract him.

There must be a specific plan in place to maintain the assortment. On sale, it is important to have not only sets, but also a wide range of complementary products from the same collection, from which the buyer can create his own set. Let your clients create and play. After all, creating a set of jewelry is an exciting process for the buyer, especially for every woman. Some prefer a ring and earrings, some prefer earrings and a pendant, some prefer a pendant, ring and bracelet. The ability to purchase matching items is one of the most powerful ways to encourage impulse purchases. A woman who likes earrings will be happy to purchase a ring or bracelet or even several items to go with them. Often a finished set gives the impression of one expensive purchase, while individual items are already two or three inexpensive purchases. At the same time, the consumer does not think that an individually designed set will actually cost more than a ready-made one. But the finished headset may contain a component that is not interesting to the buyer. The possibility of free selection significantly increases the overall level of sales, and the similarity of the purchase to a game increases the enthusiasm of buyers and the joy of the purchase.

An experienced salesperson should know that when a woman enters a jewelry store, she wants, first of all, to satisfy her curiosity about new fashion items, gain new impressions, experience pleasant emotions and feel her status and significance. In addition, visiting a jewelry store for a woman is a modern way to relieve stress and nervous tension through a gift to “your beloved”;

It has been noticed that during active trading days before the holidays, the main buyers of expensive items with diamonds and precious stones are men. As a rule, their jewelry and gemological literacy is low, so they completely trust the professionalism of the seller.

If a man does not know what exactly he needs or is lost in the variety of jewelry, it is necessary to find out for whom, for what purpose and in honor of what event the jewelry is being purchased, what is the age of the future owner of the jewelry and his tastes. Carefully find out how much the buyer is willing to spend. Depending on the information received, suggest an appropriate product. Draw the buyer's attention to the characteristics, advantages of the jewelry and the authority of its manufacturer. Be sure to show the product tag (label) and explain the information it contains. Play along with the buyer's choice, emphasizing that he has very good taste.

The story about the proposed product should demonstrate the benefits that the product brings to the buyer. To begin with, it is useful to involve him in a conversation in such a way that he himself talks about his needs and relationship with the potential buyer of the gift, and then, having formulated these needs, specifically demonstrate how exactly this or that decoration will be able to satisfy them. This approach requires the ability to listen well and quickly find a solution to a problem. At the same time, it is necessary to attract the buyer’s attention to the product being offered, retain his interest, arouse the desire to purchase and ensure the purchase itself.

At the beginning of such communication, the client almost always has objections. His opposition can be explained either by psychological characteristics or by logical considerations. When faced with objections, the seller politely and benevolently asks the buyer to clarify their essence, and poses questions in such a way that the client himself has to answer his own objections.

Try to show the potential buyer exactly the jewelry he needs. Advise him. Use past sales experience. Try to interest the buyer, find an approach to everyone.

At the end of the transaction, your buyer should feel important. Give him the feeling that he is the most exceptional person you have ever met in your life, i.e. you are the most talented in the world and know better than anyone how to manage your money.

What you need to know when buying jewelry.Memo to the consumer

Jewelry– special consumer product.

Features of trade in this type of product are set out in Section 7 of the Rules for the sale of certain types of goods, approved by Decree of the Government of the Russian Federation of January 19, 1998 No. 55.

The main requirement for jewelry is the presence of an hallmark (hallmark) imprint on it, and on products of Russian enterprises - also the manufacturer’s birthday.

Cut diamonds and emeralds are sold only in the presence of Certificate for each stone or batch.

Information intended for the buyer about products made of precious metals and stones, in addition to the information indicated for other goods, must contain information about the hallmarks established in the Russian Federation, extracts from standards on the procedure for marking and certification of cut natural precious stones, images of state assay marks.

Products made of precious metals and stones offered for sale are grouped according to their intended purpose and each of them is provided with sealed labels and individual packaging.

At the same time, the labels indicate the name of the product and its manufacturer, the type of precious metal, article number, hallmark, weight, type and characteristics of inserts made of precious stones, the price of the product, as well as the price per 1 gram for products without inserts.

The buyer may require the goods to be weighed, which is carried out on special scales. Along with the goods, the buyer is given a sales receipt, which indicates the name of the goods and details of the seller, sample, type and characteristics of the precious stone, article number, date of sale, price of the goods and the signature of the person who directly sold the product, and certificates are also given for purchased faceted natural precious stones .

The deadline for detecting hidden defects in jewelry made from precious metals is established - 24 months from the date of their sale through trade enterprises. When purchasing this consumer product, you should check the warranty period from the trading company and ask for it to be issued on a sales receipt or in another way. After the end of the warranty period, the buyer retains the right to make quality claims for up to 2 years from the date of sale, but here the responsibility to prove the presence of a manufacturing defect through a paid independent examination lies entirely with the buyer.

Jewelry of proper quality cannot be exchanged or returned.

Rules for purchasing jewelry and buyer rights.

Buying jewelry is not only a pleasant, but also a responsible event. In order not to overshadow your joy with a low-quality product, to avoid fraud, when choosing, you should give preference only to serious stores rather than dubious outlets, and in no case should you try to save money.

The Seller’s registration documents (certified copies), trading rules, and price lists for services (if services are provided) must be presented in an accessible place on the sales floor of a jewelry store.

After purchasing, be sure to keep the cash receipt, sales receipt and tag.

When purchasing jewelry, carefully inspect it, find the hallmark stamp and the name of the manufacturer (if we are talking about jewelry from a domestic manufacturer). If the product is imported, then the name plate may be missing, but the stamp of the Russian State Assay Office of the established sample must be present! If there is no mark on the product, it is considered contraband.

The hallmark represents (sequentially):

Assay inspection code (one letter)

An identification badge representing a female head in a kokoshnik in profile, turned to the right (from 1958 to 1993, the identity badge was an image of a hammer and sickle against the background of a five-pointed star)

Test sign. The following tests have been established in the Russian Federation:

platinum – 950, 900, 850

gold – 999, 958, 750, 585, 500, 375

silver – 999, 960, 925, 875, 830, 800;

palladium – 850, 500.

When selling jewelry, the seller is obliged to give you a cash receipt and a sales receipt indicating the price, quality parameters of the product, the seller’s details and his signature.

Each piece of jewelry sold must have a sealed label, which must contain the following items:

Name of the jewelry,

Manufacturer's name,

Precious metal from which the product is made, indicating the fineness,

Vendor code,

Product weight,

Product size (for rings, chains, bracelets)

Types of precious inserts indicating weight and quality characteristics,

Product price,

OST 117-3-002-95, QC mark.

All jewelry made of precious metals produced in Russia must meet the uniform requirements set out in the document OST 117-3-002-95 “Jewelry made of precious metals. General technical conditions".

According to this document, slight porosity, waviness, and tool marks on non-facial surfaces are allowed on products without deteriorating the appearance of the product; slight deformation of the surface or shape of the product in the stamp imprint area; a trace of rubbing on the touchstone, slight differences in the color shades of the inserts are not a rejection sign.

Jewelry is a durable product that has a warranty period. During the warranty period, the buyer has the right to return the jewelry to the salon if serious defects in the quality of the product are detected. We are talking only about defective jewelry.

If defects are found in the goods, if they were not specified by the seller, the buyer, at his choice, has the right to demand:

Replace the product,

Repair the product at the seller's expense,

Return the item and receive the amount paid.

According to Art. 476 of the Civil Code of the Russian Federation, the seller is not responsible for defects in the goods that arose after its transfer to the buyer as a result of the buyer’s violation of the rules for using the goods or storing them, or the actions of third parties, or force majeure.

The following cases are not covered under warranty: deformation and damage to the integrity of the structure due to physical impact; change in color of the product due to exposure to chemicals and cosmetics; broken inserts.

If you decide to return or exchange the jewelry for other reasons (inappropriate color, size, etc.), then the jewelry store has every right to refuse your request. Since, according to Decree of the Government of the Russian Federation No. 55 of January 19, 1998, products of proper quality made of precious metals, with precious stones, made of precious metals with inserts of semi-precious and synthetic stones, cut precious stones are not subject to return or exchange.

Registration with special registration

A seller who trades in products made of precious metals and precious stones must be registered with the territorial state Assay Supervision Inspectorate of the Russian Federation.

Special accounting of organizations and individual entrepreneurs carrying out transactions with precious metals and precious stones is carried out by state inspections of the Assay Supervision of the federal government institution “Russian State Assay Chamber under the Ministry of Finance of the Russian Federation”.

Organizations and individual entrepreneurs, before carrying out transactions with precious metals and precious stones, are specially registered with the state inspections of the Assay Supervision of the federal government institution "Russian State Assay Chamber" (state inspections), in the area of ​​​​operation of which they have passed state registration.

Special registration of mining and processing, mining and metallurgical and metallurgical organizations that simultaneously extract precious metals from mineral raw materials is carried out by state inspectorates, whose district control groups carry out periodic monitoring at these enterprises.

Subjects of special accounting

Organizations are placed on special registration, regardless of their organizational and legal form, including those under the jurisdiction of federal executive authorities, which provide for military service, and individual entrepreneurs extracting (including incidentally), producing, processing, processing and using precious metals and precious stones for production, scientific, military, medical, educational and socio-cultural purposes, using as collateral or accepting collateral, purchasing, trading in them, exhibiting, storing, transporting precious metals and precious stones, as well as procuring that carry out primary processing and/or processing of harvested scrap and waste of precious metals and waste of precious stones.

In addition, organizations and individual entrepreneurs that use products made of precious metals and their alloys as part of equipment (glass melting devices, crucibles, catalyst grids, thermocouples, laboratory glassware for analysis and other laboratory and production equipment) are placed on special registration.

Instructions on the procedure for maintaining special records of organizations and individual entrepreneurs carrying out operations with precious metals and precious stones, approved by Order of the Ministry of Finance of Russia dated June 16, 2003 No. 51n.

Hello! Today I want to talk about a wonderful profession that I was lucky enough to master -. I worked in a jewelry salon several years ago. I got a job at the salon through an acquaintance and at first knew almost nothing about gold, silver and stones. I literally had to learn the profession on the fly.

The jewelry department was located in a large shopping center. The department had several specially equipped counters, under the glass of which various jewelry items were located: in the first counter there were gold rings with various stones (sapphires, jades, cubic zirconia, zirconium, rubies); in the second - gold and platinum wedding rings; in the third - gold earrings of different sizes and shapes, with and without stones; in the fourth - rings and earrings with diamonds; in the fifth - silver jewelry.

In the morning at 9 o'clock, when I came to work, I began to lay out the goods. This usually took about an hour. Afterwards, I calmly waited for the first customers, minding my own business (reading a book or talking with salespeople from other departments). In the evening I carefully put all the products in the safe, and in the morning I put everything back on the counters.

Perhaps someone will think that in jewelry departments there are very few clients and, accordingly, there is little work. Maybe this happens somewhere, in expensive jewelry stores or boutiques, but not here. The prices for the products were quite reasonable. In addition, regular customers from the provinces often came to us and bought our products to please their relatives or loved ones with a good gift.

My task was to listen to each customer and offer him exactly what was right for him. For example, for a person who has a small amount of money, but who still wanted to buy not a thin chain or bracelet for his wife for her anniversary, but a decent gift, I always offered products made of blown gold. These are products, gold chains or bracelets, that were empty inside. It seemed like it was a big and thick bracelet, but in fact, if you took it in your hands, it was very light. This product weighed no more than two grams. Also, for people with a limited budget, I offered products made of gilded silver, which cost several times less than gold products. They were of good quality, and the gilding did not wear off over the years, and externally gilded silver could not be distinguished from gold.

For wealthier clients, diamond rings, earrings and pendants were on sale. But there were very few such buyers in our department, so diamond products collected dust on the counter for years. In the two years that I worked there, only a couple of inexpensive pendants were sold. Nevertheless, especially on holidays (New Year and March 8), there was no end to buyers. During the holidays, I was helped by my partner, with whom on normal days we worked on different shifts.

Despite the fact that I got this job through an acquaintance, I had to learn a lot of new, but interesting things about different precious stones and metals. For example, I didn’t even know that diamonds come in different shades: from clear to yellow-brown. There are also rare diamonds in blue, pink, red and purple shades. They are called "fantasy". And a lot more interesting things.

In any case, before you get a job in a jewelry salon, you must get your appearance in order: a jewelry seller should always have a beautiful and neat manicure, formal clothing and modest makeup. You need to learn basic information about precious metals and stones: what types of gold and silver there are, how they differ, types and characteristics of precious stones, options for cutting stones.

Sales skills are also important. You must learn how to correctly offer a product and unobtrusively tell the buyer about it. The customer should leave you feeling like they made a good purchase. Then he will definitely come back again. For example, I was a more experienced salesperson than my partner: I was always the first to start a polite conversation with each buyer, and she waited for the client to speak first. Therefore, my income was many times greater. And the higher the revenue, the higher the salary.